Creative Direction

Client: Nuts.com

My role: Design Director

Brief: Create a brand guide based on the core identity originally designed by Pentagram. Develop an updated mission statement. Include current examples of voice & tone, photography, and marketing campaigns.

The team: 2 visual designers, 2 copywriters

Colorful illustrated promotional image for Nuts.com featuring five cartoon characters resembling nuts with smiling faces, each with different shapes and colors, wearing a red and black cap with the letter N. Text includes "Nuts.com" in a yellow rectangle, "A Guide to Going Nuts!" in a green rectangle, and "Brand Identity" in a blue rectangle. The background is blue.
Cartoon characters representing nuts and seeds with speech bubbles. On the left, a peanut wearing a red cap says, 'Hi there, we're nuts!' Below, there's text about a family retail business. On the right, a peanut, an acorn, and a sprout are discussing, with the peanut inviting them to come in and the others responding, 'What are you looking for?' and 'We probably have it.' The background on the right side is orange, and on the left side is white.
A variety of Nuts.com snack bags and a carton of nuts, with a cartoon character saying "Shell Yes!" on a green background, above a blue background with black text describing Nuts.com.
An illustrated flyer with a white square on the left that says, 'We serve a delightfully diverse group of humans and businesses.' On the top right, a cartoon character with glasses and curly hair asks, 'Is Teff the new quinoa?' On the bottom left, a cartoon character with short hair and green skin says, 'Office snacker.' On the bottom right, a text says, 'Our people and products make us one big, nutty, snack-tastic family.'
A collage of four images with humorous captions about cashews. The top left shows a walnut with the caption 'WOW-NUT.' The top right shows dried carrot chips with the caption 'I CARROT LIVE WITHOUT YOU!' The bottom left shows a cracked, cheesy popcorn with the caption 'HALF-POPPED WITH CHEESE, PLEEZE!' The bottom right shows a single cashew nut with the caption 'CASHER LATER.'
Slide with orange background and white text that says, 'Hi! WE'RE NUTS!'